← Index of work
§ Demand Gen · ABM · Systems
Demand Gen From Zero
Client
EasyPost
Year
2024
Role
Demand Generation Lead
Function Built
0 → 1
Channels Launched
5
Reporting Stack
Full-funnel
§ Overview
EasyPost is a SaaS shipping API serving high-volume e-commerce and logistics teams. I joined to build the demand-gen motion from the ground up — there was no ABM, no paid program, and no unified reporting layer.
Within the first quarter we had a target account list, paid campaigns running across LinkedIn, Google, Meta, and display, and a GA4 + Search Console reporting stack that finally tied spend to pipeline.
§ What I did
- 01Built the ABM program from target list selection through ad delivery and sales handoff.
- 02Stood up paid acquisition across LinkedIn, Google, Meta, and programmatic display.
- 03Implemented GA4 and Search Console reporting tied to pipeline and revenue.
- 04Created the operating cadence between marketing and sales for ABM follow-up.
§ Visuals
